Just a quickie as it is after midnight and I am done with copy for one night. Chileans sleep late.

You say "We offer complete solutions to help companies improve efficiency and productivity, reduce overhead, utilize systems and technology fully and improve their overall business operations."

What do you offer, specifically? What sorts of efficiency and productivity do you offer? Because I can do all that practically from where I sit here in Luneburg. The concepts you convey are vague in the extreme - and this is the root of the problem here.

To back up the above answer: what direct offer can you make to a potential customer.

"We offer you a 25% saving in logistics costs within three months"

When you have determined what your business does - who it does it for - and the end result - then you can work out what kind of client suits you best. That is when you can offer them what they need. That is when your tagline begins to have bite.

Thank you for your comments. This was my first time to post something and I wasn't sure how to post the request so it turned into more of a stream of consciousness than a concise question or even an accurate portrayal of what we are trying to accomplish. Your comments and questions though were great and put into words a lot of what was in my thought process. I'm not sure how to just write a little when I'm trying to fully explain our situation which is unique I believe. To answer some of these questions:

Existing consulting company is launching a newsletter for its customers and peers in the field service industry; specifically the elevator and hvac/mechanical industry.

Who will read my newsletter? - Business owners and office employees of field service companies. Most will use a software program called "Total Service" that is a dispatch and accounting software. The company that makes this and supports this has very bad customer service and the program itself can be cumbersome. Customers/Users struggle to use it and do not use it to its fullest. Due to the nature of the business, the office employees and owners are very busy and often have to multi-task on demand. The challenge they face is getting the job done in the most efficient way possible and hopefully using the systems and tools they have at their disposal.

What makes us different than the makers of the Total Service program? What is our "sweet spot"? What do we offer customers they can't find anywhere else? Our "sweet spot" is that we have been in their shoes and know exactly the challenges they face. BACM's owner worked in the industry and started out as a dispatcher in the office dealing with all the same challenges these companies now face. Carmen (owner) worked for a large OEM Elevator Company creating and supporting the internal system and work-flow processes for over 30 different companies/offices. She then worked for a startup elevator company which is now nationwide. At this last company she implemented and supported the Total Service program which most of the readers of our newsletter will be using. She established the work flow processes and learned all aspects of the program. Now at her own company she partners with the makers of this software and does all the implementations for new elevator companies. Our advantage is we can understand the problem or issue a user is having and can truly help. We can incorporate best practices and focus on improving the processes to use the program more efficiently. We don't just give a "how-to" regarding the application like the IT support company would. We also know, very well, all aspects of the company - from dispatching to accounting. We can talking financials with the CEO or talk dispatching with the admin in the office. "Translator" is a word I used to describe what I did once - someone who worked between business and programmers communicating back and forth for them. I speak both languages and can deliver what businesses truly want. We constantly are putting ourselves in our customer's shoes and always try to see things from their perspective.

We offer experience, proven processes, personal service and support, fast responses and expert knowledge of the Total Service program AND the industries it is used in.

Why would someone read our newsletter? The answer to that is to find advice and tips on improving their business and learning more about things that directly impact them. They read it because we "know our stuff" and are considered an expert on best practices due to our extensive experience with so many field service companies (100+). We can truly empathize with them and based on our experience and reputation we are genuine and credible. Carmen is often called on by companies asking to "pick her brain" on an issue or problem they have. Business owners who are struggling will call on BACM to help them identify the problem and offer suggestions for improvement. Also, someone would read our newsletter to stay connected so when industry conventions take place or we meet in person they will be up-to-date on our company. Many customers and prospects feel they "know" BACM as a personal friend and someone who can truly help them. Being Carmen has worked with so many companies she does know many people in the industry and they often want a piece of her time.

The typical company BACM deals with and targets are small-to-medium businesses. Many are mom-and-pop type companies who started off small and have grown faster than expected. Many owners started out as technicians and mechanics in the field who went on to start their own companies. They often do not have formal business training and often do not have time to understand all the pieces and feel "lost" as to what the solution is. They need direction and someone (BACM) to make everything work the way it should.

BACM - We offer COMPLETE solutions. We recommend practical solutions unique to the company and the issues they are facing. Our advice is considered "the best" and a company can verify that through our reputation and the fact that all our customers right now are from word-of-mouth and their peers.


**** Urg - I don't know how to write short. I'm not writing to my customers but to you and I am just trying to convey the true nature and benefit of BACM. Sorry!! So... any suggestions on a name for the newsletter? :):)

@PhilGrisolia4Results - Thank You!!

Plans are to have it very concise and to the point. I apologize for rambling aimlessly and writing a novel. I was writing as I would talk and brainstorm with someone. I understand this is not how I should have posted this topic and my request for help.

I was thinking a tagline like "A newsletter by BACM Consultants, Inc." could go under the title/name for it.

I have no ego to want my name in the newsletter name or the topics. I don't like "Carmen's Two Cents" but I also don't like "Letter from President" or "Letter from CEO". Maybe once the name comes, the headings for the sections will come.

I agree about no self promotion. The intent of the newsletter is to be all articles and info relevant to a business and the person reading it. We might put a link to a special or service at the very end of it but that would be all.

I really do appreciate your candid comments and advice. THANKS!!

Thank you so much for all your comments and frank advice. You have given me a lot to think about and I appreciate it immensely. This site is awesome!!! Thanks again!!

Have a great day!
Carmen